Modernize B2B Selling: How to Compete in the Digital Age

B2B selling is shifting fast. Buyers no longer tolerate outdated processes, slow response times, or clunky legacy systems. They expect seamless, digital-first experiences—just like in B2C.

But here’s the reality: B2B is not B2C. You can’t rely on the B2C playbook to stay competitive in the B2B market. The challenges are different. The buying cycles are longer. The stakes are higher.

If your business is still running on manual orders, disconnected systems, and rigid workflows, it’s time to rethink your strategy. Because companies that modernize now will lead. The rest will struggle to keep up.

We break it all down in the latest whitepaper created in partnership with Shopify, but here’s what you need to know in a nutshell.

Why B2B Selling Must Change

B2B buying has never been more complex. Multiple decision-makers. Lengthy approvals. Unique pricing models. It’s not just about selling a product—it’s about solving a problem.

Yet many manufacturers and distributors are stuck with legacy systems that make selling harder, not easier.

• Manual order processing? Slow, error-prone, and expensive.
• Disjointed eCommerce platforms? Frustrate buyers and stall sales.
• Rigid, outdated systems? Prevent you from scaling efficiently.

And it’s costing more than just time and money. It’s costing customers.

74% of B2B buyers would switch suppliers if another B2B web store offered a better experience. If your competitors are moving faster, offering self-service, and integrating with buyers’ procurement systems—you’re losing business.

How Much Can You Save with B2B Order Automation

Did you know that processing a manual order costs up to $8? A digital order? Just $1. That’s a $7 savings per order. Now, let’s do the math:

100,000 orders per year = $700,000 in unnecessary costs.

If your business is still relying on email orders, phone calls, or faxes, you’re throwing away hundreds of thousands—if not millions—every year. This is why automation matters.

With the right digital tools, you can:

• Reduce operational costs by eliminating manual processes.
• Speed up order fulfillment with automated approvals and real-time updates.
• Improve accuracy by minimizing human errors.

Certor, a global leader in door and window systems, faced rising costs and inefficiencies with outdated eCommerce operations. By adopting Portul, the only Shopify app designed for complex B2B needs, they streamlined workflows, reduced costs, and improved profitability. Their transformation proves that the right technology can turn operational bottlenecks into business growth. Want to see how they did it? Get the guide.

The Framework to Modernize B2B Selling

What does modern B2B selling actually look like? Zaelab adopted a framework called PACING—a formula for efficient, scalable, and customer-centric B2B experiences.

• Personalized – Tailor experiences for different buyer roles.
• Automated – Reduce manual work and errors.
• Collaborative – Enable real-time communication across teams.
• Integrated – Connect ERP, CRM, and eCommerce for seamless workflows.
• Nimble – Move fast, adapt to market shifts, and scale effortlessly.
• Guided – Help buyers navigate complex purchasing decisions.

Companies that master PACING don’t just keep up—they lead.

The High Cost of Standing Still in B2B

Failing to modernize your B2B selling experience doesn’t just slow your business down—it puts it at risk.

Here’s what happens when outdated processes remain in place:

• Losing deals to competitors who offer better digital experiences.
• Frustrated buyers who abandon complex, outdated portals.
• Missed revenue due to inefficient systems blocking upsells.
• Skyrocketing operational costs from manual tasks and disjointed workflows.

Your buyers expect real-time visibility, fast transactions, and frictionless self-service. If your system can’t keep up, they’ll find one that does.

The Solution: A Digital-First B2B Commerce Model

The best B2B companies create seamless, efficient buying experiences that remove friction, improve accuracy, and accelerate decision-making. Today’s buyers expect more than just a digital storefront; they need a platform that streamlines every step of the purchasing journey.

That means:

• Role-based personalization – Deliver the right data, pricing, and product recommendations based on each decision-maker’s needs, whether they’re procurement managers, engineers, or finance teams.
• AI-powered guided selling – Simplify complex product selection with smart recommendations that help buyers find exactly what they need, reducing errors and back-and-forth communication.
• Seamless integrations – Connect eCommerce, CRM, ERP, and procurement systems to ensure a smooth, automated flow of information across departments, eliminating data silos.
• Self-service functionality – Empower buyers to place orders, check inventory, access account-specific pricing, and track shipments on their own terms—while reducing the burden on your sales and support teams.
• Real-time visibility – Provide buyers and internal teams with instant access to order history, pricing agreements, and inventory levels, ensuring a transparent and efficient purchasing experience.
• Scalability and agility – Adapt quickly to market shifts, customer demands, and internal growth with a flexible, future-proof commerce platform that evolves with your business.

With Zaelab + Shopify, leading B2B brands are achieving:

• Faster quote-to-order conversions – Reduce delays in approvals and pricing negotiations with automated workflows.
• Lower cost per transaction – Cut out manual inefficiencies and streamline order processing to improve margins.
• Higher buyer retention and satisfaction – Deliver intuitive, user-friendly digital experiences that keep customers coming back.

Modernize B2B Commerce for Growth

B2B selling is undergoing a major transformation. Buyers expect faster transactions, seamless digital experiences, and greater transparency—and businesses that fail to deliver will fall behind. Traditional, manual processes are no longer sustainable in a world where speed, accuracy, and efficiency define success.

The companies leading this shift aren’t just reacting to change—they’re shaping the future of B2B commerce. They’re investing in automated workflows, AI-driven insights, and integrated platforms that remove friction from the buying process. This isn’t about keeping pace with competitors; it’s about building a scalable, future-proof business model that drives long-term growth.

A modern approach to B2B selling means:

• Reducing costs without compromising service – Automation eliminates inefficiencies, cuts labor-intensive tasks, and allows teams to focus on high-value initiatives.
• Accelerating sales while maintaining precision – AI-powered tools and data-driven recommendations help buyers find the right products faster, reducing delays and improving conversions.
• Scaling operations without adding complexity – Integrated platforms connect eCommerce, ERP, and CRM systems to ensure smooth processes as your business grows.

Now is the time to rethink outdated sales models and adopt a digital-first approach that drives profitability, improves customer retention, and keeps your business ahead of market shifts.

Get the full picture. Download your copy of the whitepaper.